... Glocalization Cultural resistance Consumer culture theory Boycotts International marketing Systematic literature review ADO framework When we buy a Starbucks coffee, we also buy a certain ethical stance. We buy the idea that a part of the money goes to Third World children or some other noble...

...”), forming a semiotic square. Findings In the “global” perception, the band is evaluated in terms of conforming to global standards, while, in the “local” understanding, the emphasis shifts to connections to local roots. In the “glocalization” perspective (global and local), the band’s activities...